The year 2022 marked SHISEIDO’s 150th anniversary. As the saying goes, keeping a business is harder than starting one, not to mention keeping for a century and a half. In the past 150 years, innovation has been at the heart of SHISEIDO for keeping business and marketing success. Therefore, this anniversary campaign had the following objectives to ensure the brand keeps on innovating for the next 150 years:
1. Business: facilitate sales from existing, dormant, and new customers
2. Brand: project an innovative brand image to reinforce the market-leading position
This is a story of how SHISEIDO continued to innovate its engaging event and made the best use of data and partnership for creating an unprecedentedly effective, cost-efficient, and sustainable brand activation.